It demonstrates how MCNs since 2006 have streamlined and standardized production inputs, re-organized cost-per-mille (CPM) based ad sales, and redefined the value of video in line with a more general financialization of media markets. Debunking the myth of “co-creation,” the article uses simple analogies – market, infrastructure, franchise – to describe how MCNs contribute establishing asymmetrical relations between users and emergent industry systems online. This article challenges such beliefs about YouTube's sudden make-over, based on archival evidence that allows to reconstruct YouTube’s long commercial history, and on fresh field study data relating to one specific MCN and its content providers. They have often been critisized as driving YouTube’s commercialization, a seemingly recent phenomenon that sees hithertho informal practices of video making and sharing being increasingly formalized. Multi-channel networks (MCNs) are intermediary companies that sell advertising, cross-promote affiliated YouTube channels, and develop video brands. Through closely studying the new regime of content moderation and analysing user testimonies in the aftermath of the 'Adpocalypse', this essay poses critical questions about the public utility like role of digital platforms whose gatekeeping function remains largely outside the purview of public debate and deliberation. This essay analyses this controversy that is yet to be subjected to a scholarly investigation, in order to probe the ways in which algorithmic moderation of content affects their monetisability and consequently the viewership patterns of culture. These changes in turn have caused significant discontent within the creator community while also gradually transforming the predominant nature of content on the platform. The March 2017 advertiser revolt on YouTube, popularly known as the adpocalypse, introduced widespread and radical changes on the platform's policies related to the moderation of content, their 'monetisability' and the terms of the relationship between creators and the platform.

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